Brainstorming Is the Worst Way to Elicit Creativity

I was stunned and very excited about a New Yorker article that also said that this idea that we have about brainstorming is the best way to elicit creativity from a group of people. That in fact not just has not now been proven not to be true but that it's never held up scientifically, he says. The main reason why is because of this process of trying out strange new ideas versus when you put people together in a room almost invariably they will try to conform socially. You won't get as creative when people are trying to please each other than when they're trying to push the envelope according to him.